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Persuasive design - Usability is a commodity

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Usability has become a commodity. Innovative user experience designers are moving forward to persuasive design, where the art of seduction is central. This brand new work-field borrows from psychology and biology. In this presentation you will find parallels, current best practices and some speculation on what's next?

Published in: Design, Technology
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Persuasive design - Usability is a commodity

  1. 1. PERSUASIVE DESIGN Usability is a commodity - Pieter Jongerius - Follow me on Twitter: @pieterj
  2. 2. Check out this clipon Vimeo (2min): http://bit.ly/gUvD7l
  3. 3. EMERCE #CONVERSION . @PIETERJ Please take a look at the speaker notes , click the tab, below
  4. 4. ROBERT FABRICANT <ul><li>vimeo.com/3730382 </li></ul>EMERCE #CONVERSION . @PIETERJ “ Behavior is our medium”
  5. 5. so how dow we change behavior?
  6. 6. PERSUASIVE DESIGN <ul><li>BRON: BJ FOGG BEHAVIORMODEL.ORG (VEREENVOUDIGD) </li></ul>FAIL EMERCE #CONVERSION . @PIETERJ USER ABILITY TRIGGER MOTIVATION WIN TRIGGER MOTIVATION US ABILITY EMERCE #CONVERSION . @PIETERJ Please take a look at the speaker notes , click the tab, below
  7. 7. Okay, let’s get started
  8. 8. EEN SUCCESVOLLE FLIRT EMERCE #CONVERSION . @PIETERJ “ How you doin’?” appearance behavior communication VRIJ NAAR: BIRKIGT & STADLER (1986)
  9. 9. PERSUASIVE DESIGN EMERCE #CONVERSION . @PIETERJ Zero Euros Gratis! appearance behavior communication
  10. 10. FRAMEWORKS EMERCE #CONVERSION . @PIETERJ appearance behavior communication ?
  11. 11. MENTAL NOTES EMERCE #CONVERSION . @PIETERJ EMERCE #CONVERSION . @PIETERJ Already looking at the speaker notes ? Just click the tab, below
  12. 12. MENTAL NOTES EMERCE #CONVERSION . @PIETERJ
  13. 13. SHOEDAZZLE EMERCE #CONVERSION . @PIETERJ
  14. 14. SELF EXPRESSION EMERCE #CONVERSION . @PIETERJ
  15. 15. SOCIAL PROOF EMERCE #CONVERSION . @PIETERJ
  16. 16. SCARCITY EMERCE #CONVERSION . @PIETERJ
  17. 17. CURIOSITY
  18. 18. RECOGNITION OVER RECALL
  19. 19. CHALLENGES & REWARDS
  20. 20. STATUS EMERCE #CONVERSION . @PIETERJ
  21. 21. SOCIAL PROOF EMERCE #CONVERSION . @PIETERJ
  22. 22. SCARCITY
  23. 23. HUNKEMÖLLER
  24. 24. LOSS AVERSION
  25. 25. LOSS AVERSION
  26. 26. WORKING WITH MENTAL NOTES EMERCE #CONVERSION . @PIETERJ
  27. 27. INSIGHTS EMERCE #CONVERSION . @PIETERJ Last time, promise: have a look at the speaker notes : click the tab, below
  28. 28. INSIGHTS EMERCE #CONVERSION . @PIETERJ
  29. 29. SALIENCY
  30. 30. GUIDING EMERCE #CONVERSION . @PIETERJ
  31. 31. GUIDING EMERCE #CONVERSION . @PIETERJ
  32. 32. COLOR
  33. 33. FLUENCY
  34. 34. FLUENCY
  35. 35. MAGNETIC: HUMAN STARE
  36. 36. WORKING WITH ‘INSIGHT’ EMERCE #CONVERSION . @PIETERJ
  37. 37. FRAMEWORKS EMERCE #CONVERSION . @PIETERJ uiterlijk gedrag communicatie ?
  38. 38. Usability is no longer sufficiant.
  39. 39. Persuasive design is the answer…
  40. 40. ...for now.
  41. 41. what’s next?
  42. 42. DESIGN, BUT NOT AS WE KNOW IT <ul><li>User centered design </li></ul><ul><li>Brand design </li></ul><ul><li>Usability engineering </li></ul><ul><li>Persuasive design </li></ul><ul><li>Story design </li></ul><ul><li>User experience design </li></ul><ul><li>Interaction design </li></ul><ul><li>Visual design </li></ul><ul><li>Transmedia design </li></ul><ul><li>... </li></ul>EMERCE #CONVERSION . @PIETERJ
  43. 43. THE END OF DESIGN <ul><li>Evidence based </li></ul><ul><li>Patterns </li></ul><ul><li>Multivariaat testen </li></ul><ul><li>Google’s ‘41 shades of blue’ </li></ul>EMERCE #CONVERSION . @PIETERJ
  44. 44. EMERCE #CONVERSION . @PIETERJ
  45. 45. intelligent design?
  46. 46. EMERCE #CONVERSION . @PIETERJ all content copyright of their respective owners

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